Putting People First

C. T. Bauer College of Business Associate Director of Development Diana Pineda’s (BBA ‘17) professional and community-focused success is gaining attention across the Bayou City, landing her on Houston Business Journal’s latest 40 Under 40 list.

In her role at her alma mater, Pineda works with current and prospective donors to manage financial gifts that grant students the opportunity to pursue their degrees. Earning this accomplishment roughly 10 years into her career, she said she’s incredibly grateful to be included among the city’s top young professionals.

“It feels surreal to see the sacrifice my parents and I made pay off,” Pineda said. “My three goals were always to get a good job, support myself and my family, and give back to others. I never set out to receive public recognition, but now I'm seeing my hard work come to fruition.”

A decade ago, Pineda was a Bauer College student herself, completing the Program for Excellence in Selling and ultimately becoming the first in her family to graduate from university. After years in sales positions, she began working for the University of Houston in 2023 and was nominated for the 40 Under 40 spot by Bauer Office of Communications Executive Director Jessica Navarro.

“I've had the privilege of knowing Diana since she was a standout Bauer student, and even then, it was clear she brought an uncommon level of discipline, determination and purpose to everything she did,” Navarro said. “What makes her truly exceptional is not only her professional success, but the intentional way she has used that success to create opportunities for others.”

Long before Pineda knew what direction her career would take, she knew she wanted to help people. As a student, Pineda became a Certified Nonprofit Professional and blended her passions for business and philanthropy by enrolling in Bauer’s Sales for Social Impact class.

This spring, Pineda co-taught that class, in addition to fundraising at work to support access to education, mentoring others, volunteering her time and making financial contributions.

Pineda shared that her emphasis on philanthropy goes back to childhood.

“My parents raised me to always give back and to help others along the way because we're all struggling,” she said. “Growing up in that environment set me up on this path.”

She added: “I knew my path to success was to get a degree, get a good career and advance in society. My parents came to this country to provide us with a better education and life, so I pursued that to the fullest.”

Pineda now believes in paying that sentiment forward and leads others to find success in the classroom and workplace.

“The advice I give my mentees is to make good grades, find a mentor, get involved and then put your best foot forward in everything you do, because that's what makes you stand out,” she said. “If you do those things, people are going to notice you.”